The recently finished opening week of Holiday 2011 was stunning in its illustration of a dramatic change in which retailers moved toward event-oriented e-commerce strategies. It brings to light the fact that all marketers need to manage their data and recalibrate their entire digital marketing strategy. Most sources put retail sales on Black Friday at a 6.6 percent increase this year. However, Cyber Monday shattered the record for the most e-commerce sales ever, with sales rising 33 percent. With this influx of timed shoppers, there is a need to do a better job of identifying valuable customers, and marketers need to do be more effective in targeting them with relevant and timely messaging. New digital marketing and audience targeting technologies are poised to connect this void between event, omnichannel retailing, and customer behavior. This report will speak to this dramatic increase in revenue seen in the first week of Holiday 2011 and the rise of data management platforms to enable retailers to define more specifically who their target audiences are and, perhaps more importantly, why.